Manchester-based product and consumer research and intelligence platform Vypr has put Christmas to the test, grilling its 65,000 strong community on their favourites in some key festive categories.
The digital intelligence platform counts household names such as Marks and Spencer and Co-op among its client list, so while its results can’t quite be considered the “official” best of Christmas 2022, they’re coming from a solid place.
Vypr asked its community in a monadic test to rate how appealing they found a selection of this year’s festive offerings – here’s what you need to know to make sure Christmas goes with a bang:
Christmas ads have become as much a part of the festive season as overpriced set menus and dreary relatives repeating the same story that comes up every year after one too many sherries.
The annual debut of the John Lewis ad in particular has become an annual must-see event right up there with the King’s, formerly Queen’s, speech. But would this year’s ad top the charts with Vypr’s survey?
Sainsbury’s closed out the top 10 in 10th place with a 59 per cent approval rating, though we suspect that was mostly for the medieval arrangement of Wheatus as the ad itself is interminable.
Numbers nine to four, in ascending order, were taken up by Morrisons, Waitrose, Tesco, McDonalds, Asda and Lidl before we reached a top three of:
- 3) M&S 73%
Dawn French is back as Fairy for M&S this year, and she’s brought Jennifer Saunders with her as trusty sidekick Duckie to achieve a respectable 73 per cent rating from Vypr’s panel.
- 2) John Lewis 75%
John Lewis has been pipped at the post. Marie Claire magazine went so far as to call the retailer the official brand of Christmas back in November, but they may be ruing that call as this year’s skateboarding foster dad could only manage the runner up slot in the big Christmas rundown.
- 1) Aldi 80%
Aldi may be considered a budget option next to the M&S and John Lewises of this world, but Kevin the Carrot more than holds his own in the ad stakes. The loveable legume has smashed it out of the park this year with 80 per cent approval from Vypr’s panel.